On Tuesday, September 10, Apple held one of its famous keynote events, releasing the newest and latest in technology. As always, this is likely to trigger a rush of desire. The thrill of the new is what keeps tech brands humming.

So Marcel, advertising agency for French refurbished high-tech products supermarket, Back Market, is using the Apple event as an opportunity to remind people that the almost latest in technology is just as good. And it is doing that with a witty take on the Shot on iPhone campaign. The OOH campaign, New is Old, launched on September 10 in cities throughout France, to demonstrate that the biggest difference between old and new is really just the price.

Defeating the thrill of the new is Back Market’s challenge. 52% of French people are still sceptical about the quality and reliability of refurbished products despite the explosion in the market in recent years. Back Market was founded in France in 2014, and is now available in France, Belgium, Spain, ltaly, Germany and the USA.